1 RELIANCE INFOCOMM ’ S STRATEGY AND IMPACT ON THE INDIAN MOBILE TELECOMMUNICATION SCENARIO SANGEEETH VARGHESE * CONTENTS 1.0. INTRODUCTION:..................................................................................................... 2 2.0. THE VISION, SCALE AND COMPLEXITY: .............................................................. 2 3.0. PRICING STRATEGY .............................................................................................. 3 3.1. Dhirubhai Ambani Pioneer Offer – Democratizing Mobiles: .................................. 3 3.2. Monsoon Hungama Scheme - Showers of Mobiles: ............................................. 5 3.3. Pre-paid Offering - Market Consolidation:............................................................. 5 3.4. Cost Management - The Inside Picture ................................................................ 6 4.0. SALES AND MARKETING STRATEGY: .................................................................. 8 4.1. Customer Generation - Tapping in to Internal Resources: .................................... 9 4.2. Dhirubhai Ambani Entrepreneurship Programme – A New Way to Market: .......... 9 4.3. Advertising – Educating Masses and Evoking Passions: .................................... 10 4.4. RWorld – Reliance Way of Putting the World in Your Hands: ............................. 11 4.5. Product Innovations - Connecting with Every Section of Society: ....................... 12 4.6. Customer Service – Icing on the Marketing Cake: .............................................. 12 5.0. TACKLING THE PROBLEM PHASE:..................................................................... 13 6.0. CONCLUSION: ...................................................................................................... 14 LIST OF